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Thought Leadership

By harmonizing millions of data points, we create a deep, personalized understanding of your consumers to predict their behaviors and aspirations.


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Now more than ever, the world of marketing strives to enhance the importance of cautious messaging and appropriate delivery. We are all working to strengthen relevancy in this unprecedented market while recognizing the sensitivity around the challenges we are facing at this time.

In this week’s MediaPost article, The Shipyard’s CEO, Rick Milenthal shares 5 marketing tips for how brands can be a beacon of hope and otherwise provide a light in this unique situation.

Fox28 Interview with CEO Rick Milenthal: Advice for Small Businesses to Stay Positive through the Coronavirus Pandemic

CEO Rick Milenthal shares what companies should be doing in this time of the Corona Virus crisis on Joel Riley's News 610 Radio Podcast

Our very own, Lance Porigow - "One particular method we deploy is 'reverse segmentation' – layering data sets on top of each other to create segments built from the ground up based on performance – which compares favorably with traditional segmentation." #MarketingEngineers #datainsights

The Shipyard received four American Advertising Federation (AAF) or “Addy Awards” including the coveted “Pride of Columbus“ Addy! We were recognized for our work on WonderBus Music Festival’s Brand Identity and the accompanying poster “The Night of Wonder”, Pure Spectrum 1850 Branding, and the WonderBus Music Festival event itself - designed to raise the volume on mental health awareness.

hashtag#theshipyard hashtag#LaLaLa

The Shipyard has built a proprietary platform called The Helm that drives programmatic media & allows clients to uncover real-time insight into performance. With a total investment well over $1 million, CEO Rick Milenthal said the approach is designed to help CMOs who, as he noted, “are constantly being pressed to prove ROI and eliminate inefficiencies.” hashtag#MarketingEngineers

The Shipyard received a prestigious “Echo Award” from the Association of National Advertisers (ANA) for "Best Use of Data-Driven Technology" on behalf of our client partner Weleda.

In a fundamental way, a target market is a like a galaxy. Both seem like comprehensive, discrete entities, complete unto themselves, until we look closely. But ultimately, a galaxy is an aggregation of micro-phenomena – stars, planets, comets – each with its own discrete existences and properties.

How do companies segment audiences today? To what extent are marketers providing a cohesive, tailored customer experience across all touchpoints?

In the expanding universe of programmatic media, there are more ways than ever to reach a target audience, with even greater precision.

Data is a gift that keeps giving. Growing at an exponential rate, the amount and types of data marketers can access gives a glimpse into the consumers’ world and desires.

Mary Meeker’s Report came out on Tuesday, and it was exciting to see how closely it aligns with many of the beliefs we have at The Shipyard.

How does a company with a 112-year-old past talk about the future?

If you want to understand the gap between creativity and data science in marketing, look no further than the creative brief.

Transparency and accountability are once again major storylines in 2019.

If CES 2019 proved one thing, it is that every company, must become a tech company. This was apparent through the display and discussion surrounding 5G, AI, loT, and 8K TV, which dominated the exhibition hall floors.

A shifting conversation around data will be a major theme for marketers in 2019. Our CEO Rick Milenthal shares perspective on breaking down taboos and what we can expect in 2019.

As companies invest more in the collection and analysis of customer data, the expectation rises that deep customer knowledge alone will drive more efficient and impactful marketing.

It’s a powerful point of view but can also prompt creative leadership to wonder: Will a reliance on data kill creativity?

Let’s face it: Data is a double-edged sword.

Customer data, in all its forms, is a treasure trove of information with which to improve brand performance. As enticing as it is, data also sparks a tremendous sense of anxiety — often overwhelming marketers with its seemingly endless volume, the uncertainty over whether to invest or retain ownership over first-party data...

Tenor, a popular GIF platform with more users than Twitter, was acquired Tuesday for an undisclosed amount by Google.

"Through first glance GIFs might seem frivolous, they're actually a powerful concept," Ben Clarke, co-founder and president of digital agency The Shipyard says. "In a very compact frame they combine images, story and text. From an advertiser's perspective this gives...

THE ATTRIBUTION ALBATROSS: Ever since John Wannamaker’s immortal quote that ‘“half my advertising isn’t working, I just don’t know which half”, advertisers have been on a mission to find out what works. Over the last century and a half, the single biggest obstacle to accurately answering this question has been Attribution. Many variables contribute to a success, but how do I know which ones contributed the most, and which contributed little to nothing to the result?…

Even if we ask the right questions, we sometimes receive answers that downplay the potential complexity and gloss over the kinds of challenges marketers face. How To Avoid The Trap:

Don’t underestimate the demands on your in-house marketing teams and vendor
 partners...

Twenty-odd years ago, most big companies would run just a handful of experiments each year. Today, the most innovative businesses run thousands–Intuit: 1,300, P&G: 7,000–10,000, Google: 7,000, Amazon: 1,976, and Netflix: 1,000–thanks to a combination of new technologies and “lean” business approaches. And it isn’t just quantity that’s rising but the quality and pace of experimentation, too. These days, the true test of how innovative a company can be is how well it experiments.